Kandidatuppsats
E-handel
en studie om konsumenters köpbeteende vid köp av böcker online
- E-handel
- E-commerce
- Beslutsprocess
- Decision-making
- Process
- Consumer behavior
- Dropout decision
- Böcker
- Books
Sammanfattning
The purpose of this thesis is to increase the understanding about consumer
buying behaviour when purchasing books online. In order to acquire data for
the study we used a questionnaire that 75 students where asked to respond.
The respondents were students at the University of Technology in Luleå. Our
findings suggest that the following factors are the most commonly cited
reasons for deciding to complete the purchase: trust, perceived risk,
price, convenience, design of the website and experience. The following
factors are the most commonly cited rea-sons for deciding not to complete
the purchase: trust, perceived risk, price and the design of the website.
Our findings also suggest that in the online buying decision process, the
transaction stage is the most critical stage where most of the consumers
decide not to complete the purchase.
Läs hela uppsatsen hos lärosätet